Marketing Financial Services Under The Structural Adjustment Programme

The study Is an empirical exercise based upon observable data andpractices of the operators in the Nigerian financial sector. This isviewed and analysed from a marketing perspective against thebackground of a deregulated economy brought about by the StructuralAdjustment Programme (SAP).The study reveals that the SAP induced free market economy hasgiven birth to very stiff competition in the financial sector.This has sent the banks and other financial institutions scurryingfor innovative marketing strategies for survival and growth. Thereare indications that so far, they have succeeded as revealed inthe growing level of aggregate deposits accumulated and the risinglevel of credits granted to fund users.The result of all this is that the Nigerian consumer offinancial products and services now, more than ever before, hasa very wide choice among the competing, innovatively packagedfinancial products and also enjoys a relatively more efficientservice delivery from the numerous financial houses across thecountry.The study is divided into five chapters. Chapter oneintroduces the study, setting out the objective and significanceof the study. Chapter two examines the conceptual framework forthe study, setting out a broad review of literature relevant tothe study. Chapter three presents the operations of the financialsector. In Chapter four is found the analysis of data collected onmarketing practices of some of the key operator in the NigerianFinancial System, while Chapter five concludes the study

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